2025

UI/UX Design & HCI, UX Research & Prototyping, Team Project

Human-Centered Prototyping & Usability Iteration

ENTRA was designed to transform the often chaotic experience of group ticket purchasing into a clear, trustworthy, and accessible digital flow.

Phase 1: Scenario Modeling & Interactive Features

  • User Scenario Development: Structured the core user flow around a complex real-world task—coordinating and purchasing group tickets for a local concert.

  • Card-Based UI Architecture: Designed modular, card-based interface components to keep information organized and scannable across checkout steps.

  • Key Touchpoints: Embedded dynamic seat selection, prefilled payment options, instant QR code delivery, and event-day parking reservation directly into the checkout pipeline.

Phase 2: Evaluation & Usability Refinement

  • Heuristic Evaluation: Evaluated early prototypes against established HCI usability heuristics to catch system status visibility gaps and navigation inconsistencies.

  • Usability Testing with Real Users: Observed participants navigating the checkout flow to uncover pain points around seat selection visibility, checkout clarity, and trust signals.

  • Targeted Iterations: Refined label clarity, added explicit visual feedback for user interactions, and standardized layout structures to reduce cognitive load and build purchase confidence.

Mission

Mission

To elevate user confidence during digital ticket transactions by applying rigorous HCI design principles, clear visual feedback, and intuitive group booking features.

To elevate user confidence during digital ticket transactions by applying rigorous HCI design principles, clear visual feedback, and intuitive group booking features.

Challenge

Challenge

Group ticket purchasing often suffers from confusing navigation, hidden fees, unclear seat availability, and disjointed event-day logistics like parking. Users frequently feel anxious during timed checkout flows when visual cues, system status feedback, and trust signals are absent or poorly placed.

Group ticket purchasing often suffers from confusing navigation, hidden fees, unclear seat availability, and disjointed event-day logistics like parking. Users frequently feel anxious during timed checkout flows when visual cues, system status feedback, and trust signals are absent or poorly placed.

Solution

Solution

Created an accessible, card-based interactive prototype featuring dynamic seating maps, integrated parking options, and streamlined payment flows. Through iterative heuristic evaluations and real-user testing, the visual hierarchy was tuned to provide continuous system feedback, explicit button labeling, and a transparent, stress-free checkout experience.

Created an accessible, card-based interactive prototype featuring dynamic seating maps, integrated parking options, and streamlined payment flows. Through iterative heuristic evaluations and real-user testing, the visual hierarchy was tuned to provide continuous system feedback, explicit button labeling, and a transparent, stress-free checkout experience.

Result

Result

Developed over a 6-week Human-Computer Interaction sprint at Indiana University Indianapolis, ENTRA is an interactive card-based ticketing prototype. Grounded in user scenario modeling for group concert bookings, the design incorporates dynamic seat selection, prefilled payment flows, digital QR delivery, and integrated parking add-ons. The prototype underwent rigorous heuristic evaluations and real-user usability testing to optimize seating visibility, label clarity, and overall checkout confidence.

Developed over a 6-week Human-Computer Interaction sprint at Indiana University Indianapolis, ENTRA is an interactive card-based ticketing prototype. Grounded in user scenario modeling for group concert bookings, the design incorporates dynamic seat selection, prefilled payment flows, digital QR delivery, and integrated parking add-ons. The prototype underwent rigorous heuristic evaluations and real-user usability testing to optimize seating visibility, label clarity, and overall checkout confidence.